Editor`s Message Market Conditions and Trends
Transcription
Editor`s Message Market Conditions and Trends
Editor’s Message VOL.29 June 9, 2014 Aloha! Hawaii Tourism Japan has collaborated with Sagami Railways to post images of the UltraHawaii characters throughout the train which will run till June 17. And have participated in five consumer events during the month of May. We humbly ask for all of your continuous support as we continue to expand Hawaii tourism opportunities in Japan. You are more than welcome to contact us regarding any questions, suggestions and/or updates. Mahalo nui loa! Market Conditions and Trends Economy Japan’s legislation announced that August 11 will become a new national holiday “Mountain Day” beginning 2016 March Relevant Statistics: FX Rate (JPY:USD): 101~102 Unemployment: 3.6% Outbound Travel Market and Competitive Environment Shifts in Japan’s outbound travel market provides openings for consumers and travel agents to consider selling Hawaii more Media and Consumer Trends Continued growth in popularity of Japanese consumers to be utilizing smartphone to acquire information and access SNS websites compared to other sources such as TV and newspaper Continued fragmentation of the media environment of Japan in an effort to capture specific age demographics with a heavier emphasis placed on older woman’s magazines for 40-50s and 50-60s focused on fashion and lifestyle Airlift Due to a shortage of pilots in Japan for the upcoming summer travel season cancellation in flights for LCC and major carriers will be on the rise 1 Delta Air Lines will lose two flights from Narita on 6/6 and 6/24 and two flights from Nagoya 6/21 and 6/30 because of this issue Fuel Surcharges Airline JAL ANA (NH) HA ANA (NQ) DL CI UA KE Cost (1-way) $160 $160 $150 $160 $160 $150 $160 $150 Effective Dates til 7/31 til 7/31 til 7/31 til 7/31 from 7/1 from 6/1 from 4/1 til 7/31 Visitor Highlights Total expenditures by visitors who came to Hawaii in April 2014 decreased 2.2 percent (or $24 million) from last April to $1.1 billion, according to preliminary statistics released today by the Hawaii Tourism Authority. For the first four months of 2014, total visitor expenditures fell 2.9 percent to $4.9 billion and total arrivals dropped 2.6 percent to 2,720,760 visitors. There has been negative growth in total visitor expenditures for the last eight months. In April 2014, arrivals by air of 639,395 visitors (+0.3%) were comparable to the same month last year. However, fewer visitors came by cruise ships (-22.2%) which led to a slight drop in total arrivals (-0.7%) to 662,553 visitors. The average daily spending by all visitors (-1.6% to $188 per person) was lower than a year ago. A drop in Japanese arrivals (-1.6% to 98,686 visitors) was balanced by increased daily spending (+3.4% to $271 per person), resulting in total expenditures of $154.6 million (+0.2%). There were more visitors to Kauai (+4.2%) and Maui (+2.7%), but fewer visitors to Hawaii Island (-3.8%) compared to April 2013. Visitor expenditures rose on Kauai (+8.5%) and Hawaii Island (+1.4%) but decreased on Oahu (-6.1%). Year-to-date 2014: Arrivals by air from U.S. West (-5.6%) and U.S. East (-1%) were down, while arrivals from Japan (+2.1%), Canada (+4%), Other Asia (+10.1%) and Oceania (+1.5%) increased compared to the first four months of 2013. Total visitor expenditures were higher on Kauai (+3%) but declined on Oahu (-5.3%) and Maui (-1.7%). *For more information, please see http://www.hawaiitourismauthority.org 2 Ultra Hawaii Campaign From May 18 till June 17 HTJ collaborated with Sagami Railways to post images of the UltraHawaii characters throughout the train. With more than 610,000+ daily passengers who utilize this route, this provides a great opportunity to acquire more exposure of this campaign with the Japanese consumers. Media Exposure in May Exposure Impressions Ad Value TV 7 98,032,800 Print & Newspaper 3 3,094,000 Online 7 169,274,417 Total 17 270,401,217 $160,026 $152,627 $26,040 $338,693 Consumer Events HTJ has attended five consumer events during the month of May to: Distribute information through our collateral and interactions with attendees while promoting travel to all of the Hawaiian Islands Raise awareness for our “UltraHawaii” Campaign and products being offered by wholesaler partners Acquire more information about regional cities from the event attendees through surveys which totaled nearly 3,000 results Below is the list of events: Odaiba Hawaii Festival (4/26 – 5/6) One of the largest events during the Golden Week Holiday that attracted around 460,000 throughout Japan with a large amount of family and senior attendees. Fukuoka Dontaku (5/3-5/4) Considered one of the oldest events in Japan with over 800 years of history that attracts over two million people Participated in parade with over 200 hula dancers to showcase the ease of travel between Fukuoka and Hawaii 3 Sogo Kobe Hawaiian Festival (5/5) 5th year of this department store event that is focused on everything Hawaiian including hula, food, and etc. Arranged for Miss Hawaii to have two performances to appeal Hawaii to the 2,000+ participants that were at this area Greenroom Festival Yokohama (5/24-5/25) Over 55,000 visitors attended the 10th anniversary of this festival that appeals to younger men and women in their mid-20s and 30s focused on beach lifestyle and culture Provided opportunity to branch out interactions with lifestyles that would match with Hawaii travel Kansai Airport Tabihaku (5/24-5/25) Nearly 40,000 visitors experienced this year’s festivities which is also the 10th anniversary for the Kansai Airport Provided HTJ further opportunity to develop this market and further improve load factors from Osaka and surrounding regional areas Odaiba Hawaii Festival Greenroom Festival Yokohama Fukuoka Dontaku Sogo Kobe Hawaiian Festival Kansai Airport Tabihaku Trade Events Ultra Hawaii Caravan Seminars (Hiroshima (5/7), Fukuoka (5/9), Kumamoto (5/12), Tokyo (5/29)): The second month of our caravan seminar activities focused on the regions of Hiroshima, Fukuoka, and Kumamoto for Travel Agents and Fukuoka for Consumers. The addition of the Tokyo Seminar Event was in collaboration with Hawaii Promotion Committee East (HPCE). 4 Travel Agents Attendance: Hiroshima (5/7) 63 pax Fukuoka (5/9) Kumamoto (5/12) Tokyo (5/29) Total 86 pax 21 pax 61 pax 231 pax Consumer Attendance: Fukuoka 530 pax (908 applied) (5/9) Total: 530 pax (908 applied) Continued working with over twenty of our partners to reach out to regional areas in order to stimulate more first time travel to Hawaii including Hotels, Attractions, Retail, Rent-a-car companies, and wholesalers Presented viable information relating to recent trends and news about Hawaii to broaden the appeal of the variety of activities and opportunities to explore Hawaii that will assist with the sales in these regional areas Provided opportunity for these partners from both Hawaii and Japan to directly communicate with attendees and appeal their Hawaii offerings including UltraHawaii packages Exchanged information between both travel agents and consumers and attempted to integrate them with our other resources like Facebook, Hawaii-TV, Aloha Program, and etc. so that they can continue to stay updated on Hawaii information These efforts to provide updates of the market in regional cities of Japan will continue in July in Yokohama, Sendai, and Sapporo Hiroshima Agent Seminar Fukuoka Agent Seminar Kumamoto Agent Seminar Fukuoka Consumer Seminar Tokyo Agent Seminar with HPCE Brand USA Fukabori Seminar & Workshop (Nagoya 5/22; Osaka 5/23): In addition to the UltraHawaii Caravan Seminar & Workshops, HTJ participated in the Brand USA Fukabori Seminar & Workshop in both Nagoya and Osaka in order to appeal Hawaii to travel agents responsible for selling American products to Japanese consumers. In total 42 agents representing 38 travel agencies had a chance to deepen their understanding of 13 tourism bureaus during seminars and workshops while in Nagoya and in Osaka a total of 72 agents from 66 travel agencies had a similar opportunity. 5 As these agents are not specifically selling Hawaii, this opportunity was spent educating them on basic Hawaii information including the difference between Hawaii’s neighbor islands that will be beneficial to their sales efforts. To further expand our chances to get more sales efforts from a variety of resources, HTJ will be in further communication with them through our e-newsletters and other online tools to further their education of Hawaii. JTB Look College Osaka (5/13) In order to develop the new counter sales staff in the Osaka area, JTB requested HTJ to provide this training session to 33 of their staff. At this training event, HTJ spent time educating the participants with basic information about Hawaii and giving a brief overview of what is available on the neighbor islands. Participants showed great interested in furthering their understanding about the neighbor islands and what kind of offerings are available so HTJ is looking to work with JTB Osaka in order to hold another training opportunity during their shimoki period (October to March). Media Exposure Print Media Media Date Circulation Demographic FRaU May 12 100,000 Women in late 20’s to 30’s Lani Lani May 1 200,000 General Feature Introducing sports in Hawaii using Ms. Nana Eikura Feature Island Total Page of Exposure Oahu Quarterly magazine introducing the lifestyle of Eric Takahata All Islands Sky May 1 1,030,000 Passengers flying on Delta Air Lines Bi monthly magazine introducing twilight at Mauna Lani Bay Hawaii Island 10 page 2 page ½ page 6 Print Media Cont. Media Date Circulation Demographic Feature Feature Island Total Page of Exposure JB-Style May 1 300,000 JCB cardholders (higher than Gold) 40 to 50 men Introducing sightseeing spots & shops in Maui Maui Liniere May 20 20,000 Women in late 20’s to 40’s Asahi Shimbun May 31 7,612,337 General Guidebook for Oahu, Hawaii Island, and Maui Oahu, Hawaii Island, Maui Newspaper comic introducing muumuu All Islands 16 page 111 page ½ page Online Media Travel Vision May 20 1,000 Travel Trade online magazine Introduce HTJ Seminar Caravan World Beach Guide May 8 N/A People who like world beaches Introducing Hawaiian May! All Islands Oahu Maui Delta Sky Online Wing Travel Daily Date Page View Demographic May 1 N/A Delta flyers Feature Introduces twilight at Mauna Lani Bay Hawaii Island Feature Island May 13 1,200,000 Travel Trade media Introducing Haleakala Asahi Shimbun Digital May 31 64,477,303 General Newspaper comic introducing muumuu All Islands 7 Radio Media I Heart Hawaii Radio Station Date/Time Reach Circulation Feature Inter FM May 3, 10, 17, 24, 31 679,241 Kanto Area General Hawaii information & Hawaiian Music All Islands Featured Island Total Time of Exposure 90 min x 5 = 450 min So Much More Hawaii FM North Wave May 4, 11, 18, 25 72,072 Hokkaido Area General Hawaii Information All Islands 15 min x 4 = 60 min Going abroad from Hokkaido FM North Wave May 24 18,018 Hokkaido Area Introducing King Kamehameha Celebration All Islands Hawaiian Spec 5 min 10 min x 5 = 50 min Date FM May 1, 8, 15, 22, 29 100,000 Sendai Area General Hawaii information & Hawaiian Music All Islands Upcoming Events Travel Trade & Media Projects June 6/13-18 6/21 6/22-26 6/25 Press Tour (Oahu, Big Island, Kauai) HIS Osaka Umeda Hawaii Specialty Shop Opening Hawaiian Airlines HTJ FAM Tour Sendai Sapporo and Tokyo Maui & Oahu UltraHawaii Travel Guide sales begin July 7/11 7/15 7/17-18 UltraHawaii Caravan Yokohama with HPCE UltraHawaii Caravan Sendai with Travel Trade Seminar UltraHawaii Caravan Sapporo with Travel Trade & Consumer Seminar Radio Promotion (monthly) FM North Wave (Hokkaido) InterFM (Kanto & Naoya) Date FM (Sendai) Every Sunday 15 min (9:00-9:15) Every Saturday 120 min (8:00-9:30) Every Thursday 10 min (16:35-16:45) Thank you for reading our HTJ Newsletter! Should you have any questions, please refer to our contact information below. E-mail: [email protected] Address: 1600 Kapiolani Blvd Suite 723 (Pan Am Bldg), Honolulu, HI 96814 Tel: (808)942-4200 Fax: (808)942-4202 . 8